Unduk Ngadau Contestants Urged to Champion Sabah Tourism Through Storytelling

27 May 2025

KOTA KINABALU: Participants of the Unduk Ngadau beauty pageant should aspire to become more than just symbols of beauty and tradition, they should evolve into active ambassadors of Sabah's vibrant tourism, said Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai.

Speaking at the Majlis Anugerah Filem Pendek Culture, Adventure and Nature (C.A.N) on Tuesday, held in conjunction with the state-level Unduk Ngadau competition, Joniston highlighted the contestants' potential as influential digital storytellers who can engage audiences both locally and globally.

“The Unduk Ngadau pageant is more than a celebration of heritage , it’s an opportunity for young Sabahan women to become the faces and voices of Sabah’s tourism. With their charm, intellect, and digital fluency, they are uniquely positioned to promote our Culture, Adventure, and Nature to the world,” he said.

The C.A.N. short film initiative, introduced as part of this year’s pageant, requires each contestant to produce a film themed "Kaamatan Untuk Semua" (Kaamatan for All), with an emphasis on redefining water and energy in relation to community and agriculture.

Joniston praised the initiative, noting that it adds depth and relevance to the pageant by encouraging storytelling that reflects real-life issues and the richness of local culture.

“These young women represent the diverse heritage and landscapes of Sabah. Through their films, they bring attention to rural life, agro-tourism, and cultural identity in a way that resonates with wider audiences,” he said.

He added that today's contestants are more than just Kaamatan icons, they are digital natives capable of producing powerful content that can shape perceptions of Sabah.

“The creativity and passion shown in their short films give us a glimpse into the authentic beauty and potential of their districts. It is efforts like these that truly embody the spirit of Sabah and inspire others to explore our state,” Joniston remarked.

The top three winners of the C.A.N. short film competition were Jenylin Janis from Ranau (first place), Emelka Ryner from Putrajaya (second), and Ivy Davina David representing Inanam (third).